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in-person events to digital events

Published in Digital Marketing category on (04/02/2020)

The Shift from In-Person Events to Digital Events in Action

With all of the uncertainty and turmoil around COVID-19 and its impact on both the global economy and events industry, Certain has been moving quickly to offer a solution to support businesses as they navigate the best way forward for their events programs. This includes a recent partnership with ON24, and developing off-the-shelf integrations with major web conferencing platforms like Zoom and GoTo Webinar.

In-person events have increasingly become one of the best channels for delivering marketing objectives, so businesses are currently challenged with finding the best way to digitally replicate the success of an in-person event. With this in mind, Certain’s customer success team began outreach to our customers to better understand and advise on the options available to them through Certain Digital. Here’s how two of our customers have used Certain to shift their upcoming live events to digital.

 

For all that gets lost when in-person events go on hold, there’s no shortage of rich buyer insights that marketers can access through digital events. A digital event strategy should be aimed at capturing those buyer signals to help meet the needs of both the attendees and the business.

 

Rockwell Automation – May 2020 PartnerNetwork Conference

Rockwell Automation, a Fortune 500 provider of industrial automation and information technology, has converted their May 2020 PartnerNetwork Conference into a digital event by leveraging Certain in combination with vendors InExpo for live stream content and Brainshark for pre-recorded/on-demand. 

Here are some of the ways that Certain Digital is supporting Rockwell in quickly and seamlessly transferring their in-person events to digital for over 800 pre-registered attendees:

  • Event Website: Using Certain, Rockwell is able to directly embed live stream and video links directly into their session catalog, offering attendees a one-stop-shop for accessing event info and content.  
  • Registration: During the registration process, Rockwell gathers valuable insights from their guests using custom logic to inform content and session recommendations, and enable personalized sales and marketing communications before, during and after the event.  
  • Real-Time Insights: Through Certain’s real time data engine, Rockwell is able to access live insights and sync them directly to their marketing and sales technologies, empowering them to respond with relevant, timely content and offers. 

 

Oticon – 2020 MidAmerica Product Training

Leading hearing aid manufacturer Oticon is using Certain’s registration page feature for all of their events, including their MidAmerica internal product training that will now be hosted as an online event. Additionally, Oticon is utilizing the Certain Touchpoint event mobile app to keep attendees engaged throughout sessions with features live polling and surveys. The GoTo Meeting live link and meeting ID for this event is set up directly on the session page, enabling attendees to access all relevant meeting information in one place. Oticon is now looking to replicate this process for additional training events through the month of May. 

 

For all that gets lost when in-person events go on hold, there’s no shortage of rich buyer insights that marketers can access through digital events. A digital event strategy should be aimed at capturing those buyer signals to help meet the needs of both the attendees and the business. With this major shift in the events industry, Certain is dedicated to helping businesses identify the best and most effective approach for their digital events – both short and long term. Contact us today to learn more. 

 

 

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